Cardsmax Marketing Plan for Martha Stewart Clean

Cardsmax

Marketing Plan for Martha Stewart Clean Brand in Japan

Marketing Objectives

Introduce Martha Stewart Clean Brand in Asia (Japan) and increase brand awareness by at least 25%

Increase advertising and initial sales by 30% in the 1st year

Increase brand equity evidenced by unsolicited purchases and additional information requests.

Financial Objectives

Reach profitability by the first season.

Maintain a pricing competitive to other eco friendly brands in the Asian (Japan) Market.

Generate sufficient revenues to maintain facilities in the area and keep overall cost low.

Target Marketing

"Martha Stewart Clean" (MSC) products will be targeting the middle class Japanese demographic. MSC is targeting college aged to middle aged individuals as they are most likely to be in charge of cleaning and most likely focused on using products that are eco friendly. Younger homemakers are also more likely to purchase MSC products themselves. MSC will also be targeting homes that have teenage and small children where there is a focus on using products that are not caustic and environmentally friendly.

The median income is $19k (Wakamatsu-Cho, 2008, p. 1), just enough to have disposable income for the care and upkeep of his or her home. Lastly, white-collar families will be targeted instead of blue-collar families as the blue collar families are more likely to utilize cheaper caustic alternatives because of pricing or may not use products akin to MSC because they are unable to afford them within their budget.

Positioning

MSC brand will position itself as a local, eco friendly household cleaning system of products. In order to achieve the desired positioning, MSC will leverage its competitive edges:

MSC's competitive edge will be based on quality of products. During the first year, MSC will be offering product samples and introductory promotions to introduce the people of Japan to the MSC brand. This will ensure customers become brand aware as well as familiar with the quality of the product.

MSC's second competitive edge is brand awareness. Martha Stewart is a brand known globally this will offer a competitive edge that is not available to every eco-friendly cleaning brand on the market, in essence offering an endorsement to the quality of the brand.

Marketing Mix

MSC's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.